It was in pre independence India that a youth from Kolkata took the decision to set up an independent business. Avenues were limited in those days and the only capital available for this youth was a burning desire to make it big and also to take the path less trodden by, so far as it was concerned, regarding the choice of his trade. And history would possibly authenticate the fact that 23 year old Prakritinath Bhattacharya was the first Bengali businessman to see the real business potential of a good brand in the coconut oil category in Eastern India.
Hence began the journey of Shalimar’s Coconut oil in the year 1941 and within four years Prakritinath Bhattacharya found his ideal business partner, Sri Panchanan Mondal who had the financial resource to give the much needed boost to the expansion plans Prakritinath had chalked out since day one. It is said that during the initial days he himself would carry loads of product in a bicycle to distribute to the shops. But never for once did he feel any pangs of regret or low self esteem. Instead, the positive acceptance of the product’s quality assured him that very soon, the brand would rise to glorious heights!
The primary operation of the organisation had begun at a humble two room production unit at Chetla region of Kolkata. But increasing demand prompted them to increase production. So a bigger unit was established at Narkeldanga region in North Kolkata.
By this time Prakritinath Bhattacharya had begun taking a deep interest at the brand building and public image of his product. After independence the entire nation was bubbling with energy to project the real worth of everything Indian. Prakritinath Bhattacharya immediately took his cue from there and commissioned several series of print advertisement for his brand which would showcase the outstanding cultural wealth of our country. At that time photographs were an novelty. So he would employ extremely talented artists to draw dramatic visuals depicting rural festivals, mythological events as well as historic facts. It was his custom to ensure that none of these drawing would be ever repeated again. And hence these series of Shalimar’s advertisement turned out to become coveted collector’s item in the later years.
Within three to four decades the brand was flourishing across eastern India under the able leadership of Prakritnath Bhattacharya. In the later decades came a period of political restlessness in Bengal which prompted him to establish a second manufacturing unit at Southern India. This was a turning point which ensured national presence for the brand. This determined businessman from Bengal had ignited such passion in his next generation that the company quickly diversified into several other food grade products, once the new generation took helm. Now it is 34 years since the demise of this mighty pioneer who had left for the heavenly abode in 1988. But his dream has taken wider and stronger wings since then. And hence the flag which he had hoisted, is now fluttering over a brave new world, where sky is the only limit.
